Francesca’s, the fashionable sportswear, jewelry and accessories chain, is intensifying its marketing with an unorthodox spring campaign.

Geared to funnel more women into the Fran Club loyalty program and promote Francesca’s “Free to Be You” branding message, the campaign incorporates brand ambassadors, sales associates and customers.

The campaign, launched Tuesday, was shot during a Fran Club beach party in Miami on March 7. Elevate Pictures, a transmedia entertainment company, produced each the business video spot and the live event. The event and business spot are intertwined, showcasing Francesca’s spring products.

“We generated different sorts of content, so now we have social content, the CTV campaign, assets used on our website and as a part of our store experience,” Jann Parish, chief marketing officer, told WWD.

“That is our first heavy-duty campaign to grow awareness around our loyalty program and get customers to enroll directly,” Parish said. The Fran Club loyalty program, introduced in October 2022, offers events, early access to product, points based on dollars spent to get discounts on future purchases and other advantages.

“What makes the campaign interesting is it’s made up of three vital parts — our existing loyalty customers, our sales associates and our brand ambassadors who’re given gift cards to buy our stores and so they determine what items they need to speak out about on social media.” There are also a number of models within the campaign.

“The purpose of difference is you could be a part of our ad campaigns. You’ll be able to be a part of the brand,” Parish said. “It’s far more in regards to the person seeing themselves in Francesca’s than Francesca’s projecting itself out. We see incredible value in engaging directly with our community to rejoice self-expression. The client face is our face. And so the thought is to make this really an institutional a part of Francesca’s in the long run.”

She expects one other version of campaign to launch across the back-to-school season. Francesca’s audience is primarily 18- to 35-year-olds. Typically they’re either in college, college graduates on their first job, and sometimes they’re latest mothers. They’re fashion-forward and value-oriented,” Parish said. “It’s really about making you’re feeling good about yourself and finding your identity. I’d say our sweet spot might be the 18- to 24-year-olds.”

She said the campaign also casts Francesca’s as “constructing a brand that rewards our greatest customers.” It’s the primary time Francesca’s has incorporated its brand ambassadors in a campaign.

The campaign might be distributed across YouTube, Facebook, Instagram, TikTok, LinkedIn, Pluto TV, The O Network, Freeform, the Francesca’s website, email, SMS and imagery within the stores. 

Mntn, which builds promoting software, is assisting Francesca’s in placing content and measuring its effectiveness. Mntn uses current customer profiles to find out potential customers to market to.

“We are attempting to take into consideration our marketing another way from what has traditionally been done in fashion and retail,” Parish said. “Considered one of the most important, key performance indicators, the KPIs, attached to this campaign is the enroll rate on our loyalty program.”

“Considered one of our biggest objectives on this yr is ensuring we all know our customer,” Parish said. To an amazing extent, that’s achieved through sales and customer profile data captured through the loyalty program. Successfully increase the loyalty program will result in greater profitability since marketing to existing, loyal customers, is inexpensive than mining for brand new customers.

Since being bought out of bankruptcy in February 2021 by TerraMar Capital LLC, the brand new company that was formed, Francesca’s Acquisition LLC has been able to resume growth and spend more on marketing. The corporate operates about 454 Francesca’s and Franki by Francesca’s boutiques, and a web site.